RSPCA adopts Enterprise 2.0

Hello Readers!

My last few entries have been focusing on Enterprise 2.0 and its benefits, risks, values, etc in regards to larger organisations and campaigns. This week’s task however is to discuss Enterprise 2.0 and its major benefits as well as value levers from the McKinsey Global Institute Report, with reference to the Social Sector.

With many businesses adopting social technologies at a rapid pace, it’s not surprising to see the number of not-for-profits and non-governmental organisations taking advantage of them too. In fact, when I was considering which organisation within the Social Sector to discuss in this post, I found that almost every one that came to my mind immediately, had a Facebook and Twitter page, including; Red Cross, The Cancer Council and Starlight Children’s Foundation.

As an animal lover, my favourite charity is the RSPCA.

RSPCA and Social Media

The RSPCA, for those of you that don’t know is the Royal Society for the Prevention of Cruelty to Animals. It is a charity that endeavours to protect animals from cruelty and suffering and promotes ongoing kindness and welfare for all animals. The charity has a strong following on Facebook and Twitter (Both for their national and state accounts), which I think they utilise in a way that allows them to create the value mentioned in all 9 Social Sector value levers:

  1. Gather Information
  2. Crowdsource resources and solutions
  3. Fundraise
  4. Create and expand volunteer network
  5. Retain Support
  6. Educate the public
  7. Engage supporters
  8. Improve collaboration and communication
  9. Rapid organising

Obviously the RSPCA is constantly working towards gaining further support for their cause and spreading messages about animal welfare, and with the power of social technologies, it is all the more easier for these messages to be shared on a greater scale to a variety of different people (even when people like me write about them in their blog)!

One specific value lever from the functional area ‘mobilise resources’ that is particularly relevant to RSPCA at this point in time is retaining support and how they have applied this to the election campaign. Through their Facebook and Twitter accounts, RSPCA has been encouraging followers to not only share with their networks, but to contact political candidates using the hashtag #PoliticalAnimal to ask them where they stand on animal welfare issues, so that voters could be accurately informed about these important animal rights issues and what certain parties have to say about them.

RSPCA FacebookSource: RSPCA Facebook Newsfeed

Now I don’t know about you, but I haven’t been able to open my Facebook or Twitter newsfeeds without being bombarded by people’s opinions about the election, do you know what I mean? This is where I think the RSPCA has been really clever. By simply relating their messages and content to what is relevant and happening in the world they allowed themselves to become part of an already existing and HUGE conversation, where they have been able to spread and remind people about the RSPCA’s goals and messages, but also forced political candidates to address what their stand is and what promises they can make about animal welfare issues- and all through the power of the community!


If my blog has inspired you in anyway to help out the RSPCA, I would recommend checking out their Get Involved Page and if you still aren’t convinced, here’s a picture of one of the dogs (Invader) you could adopt from the RSPCA Wacol Centre right now (I am a bit of a dachshund lover).

Source: RSPCA Adopt A Pet 

Thanks again for taking the time to read through my post, I really appreciate any comments or feedback that you have!



18 thoughts on “RSPCA adopts Enterprise 2.0

  1. I feel like their integration with political issues ends up effecting the campaigns and parties rather than RSPCA; in that people will end up following the political response rather than the origin of the question. What is you response to this view?

    • Hi Conor! Thanks for your comment. It’s definitely interesting to consider that viewpoint, and I am sure the RSPCA took that into account for this particular campaign too. However, I think (and hope) that as their ultimate goal, as a not-for-profit organisation, is to spread messages about animal rights and welfare issues that they wouldn’t mind that even if in the end people were not aware that they created the original message, so long as these issues were on people’s minds and making political candidates say where they stand. Obviously part of their organisation is fundraising, in terms of a promotions and standing out from other charities, but I think this campaign was purely to retain support amongst the public in regards to animal rights. I’ll be making sure I check what they say about the success of this campaign on their website in their media news, so it will be interesting to see. I look forward to reading through your blog. Thanks again.

    • Hi there. Thanks for your comment- I really appreciate it. I think that ultimately the RSPCA would be happy for either outcome, whether it involved politicians in the conversation or just got people talking. I will be sure to read through your blog post.

  2. Hi Brittany, this is a really great post here. I think it’s pretty smart how RSPCA integrate their concern into current issues and uses social media to channel it, though that means the team would have to work doubly hard to filter the comments don’t you think?

    • Hi Max. Thanks for your comments- I am glad that you agree with me that it is a smart idea! I think part of having a good transparent social media site is to leave any comments that posts end up with, even if they are negative and to respond when appropriate. Obviously this may mean the team would have to work harder, but I assume they would be aware of that when they create such campaigns. Thanks again- I look forward to reading through your blog.

  3. Hey Brittany, that’s a good look into how nonprofits can be leveraging current real-world events to send their messages to an even wider audience. Obviously though, the elections only happen every few years, so it’s not feasible to rely on one massive publicity event like this. What do you think about that?

    • Hi Sam. Thanks for your comments. That is a great point that you mention, I think that the RSPCA only uses relevant events when they are happening and it would definitely not be feasible just to rely on these. However, if you look through their Facebook and Twitter feeds they seem to have engaging content throughout the year with the issues they are trying to raise awareness about, as well as special RSPCA related events, such as the RSPCA Cupcake Day that has just been. Thanks again- I look forward to reading through your blog.

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  5. Hi Brittany,
    Excellent Post. Love to see how non profit organisations have been able to make use of social networks. While RSPCA uses both Facebook and Twitter do you think their are other tools they could use to increase the awareness and spread their message?


    • Hi Dillen,
      Thanks for your comment and feedback. I definitely think there are other tools they could use to increase their awareness and I think they utilise quite a few different ones, such as television ads, events, etc. In terms of social technologies a blog might be an interesting approach to take, what do you think?

  6. Hi Brittany,
    The RSPCA definitely seems to be a popular topic this week!
    RSPCA have been very effective in utilising the recent election to further spread the word of their cause. Its a great idea, and has the potential to even effect who people might vote for on election day! They seem to be very Facebook and Twitter oriented though…It baffles me that a group that has featured many TV ads in its time that they do not have a YouTube account at least. Do you believe YouTube could be an effective way to further their cause?

    • Hi Chris! Thanks for your comments and yes I didn’t realise when I picked the RSPCA for my topic how popular it might be among our classmates! I agree with you that youtube could be a great way to further their cause, maybe it is something they are looking at in the future? I look forward to reading through your blog post 🙂 Thanks again.

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  8. I am always a supporter of a fellow animal lover. Great blog really enjoyed it. I think it is a great idea about the hashtag #PoliticalAnimal for the political party members and it would certainly change my vote knowing who supports RSPCA and will make changes for the good of the animals. Keep up the good work.

  9. It’s interesting to see the RSPCA relating their content to current affairs. I’ve seen a number of businesses/services try to use this technique. Generally is this a good technique? What are some things to be careful of when using this?

    • Hi Ben! Thanks for your comment. I think that it is a good technique to relate a business or service to current affairs, but organisations have to be careful that they try and control the responses as much as possible and not let it turn into negative comments or messages just coming through. I have often seen some organisations have to step in on Facebook and say that everyone’s opinion is valid and then try and change the conversation to a different topic. Do you think this would happen with the RSPCA?

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